Theoretical substantiations and practical recommendations on media educational contain against gender stereotypes in the Ukrainian mass media are given in the work. Attention is paid to the pathogenic factor of the use of gender-sensitive content. The work is based on propedeutic theoretic studies of cultural and psychosocial background of Ukraine. We also used a content analysis of news and advertising materials of heterogenic media; sociologic methods (surveys, questionnaires); modelling of educational situations and forecasting of expected results. That was an end-to-end method of generalization (induction) that covered theoretical and practical stages of the study. It is proved that despite the weakening of gender divisions in the socio-cultural sphere in the world, in developing countries (on the example of Ukraine) gender stereotypes remain a powerful tool for affective approach of media and advertising to the consumer. Author's ways to increase the level of media literacy and critical thinking with the help of gender-sensitive experiments, mini-projects, filling the media space with "mirror" about sexist content and creating a personal media field are proposed.

Political communication is acquiring important value in the modern society, and political text is one of the methods of communication between politics and society, so, informational saturation, logic, emotionality, appraisals, call to support characterize the political vocabulary. The meta-linguistic constructions, that politics use in theirs speeches contribute to understanding and establishing an effective dialogue between political speakers and addressee. A speech with metalanguage elements, expressed by metaphors, is clearer, closer, and more convincing to the electorate. In addition, metalanguage elements, expressed by a metaphor, in the political text not only openly explain the subjective estimation of the speaker to a particular situation, but also determine its political position.The metaphor is a unique property in the sense of the effect of persuasion-it is difficult to deny it, it tends to compulsory perception. Purpose is to find out functional meta-lingual constructions (meta-lingual reflexive), expressed be metaphor, in political texts, that is one of the main way in a connection the politics with the society and lead to understanding and establishing effective dialogue between political speaker and addressee.

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